Amazon is rolling out one of its largest-ever fee reductions for FBA sellers in Europe, starting December 15, 2025 (with some changes taking effect February 1, 2026), lowering fees by an average of £0.15/€0.17 per unit sold in European stores.
This update is designed to help sellers like you save more money, improve profitability, and stay competitive in the European marketplace.
What’s changing for EU sellers?
1. FBA Fulfillment fees (Parcels): FBA fulfillment fees will be further reduced by an average of £0.26/€0.32 per unit in the UK, Germany, France, Italy, and Spain. This is great news for sellers, especially for lower-cost items, where savings are significant.
2. Referral fees for specific categories: Amazon is lowering referral fees for several categories.
Category | Price Range | Old Referral Fee | New Referral Fee | Effective Date |
Clothing and Accessories | Up to £15 / €15 | 8% | 5% | Dec 15, 2025 |
Clothing and Accessories | £15/€15 & £20/€20 | 15% | 10% | Dec 15, 2025 |
Home Products (new) | Up to £20 / €20 | 15% | 8% | Feb 1, 2026 |
Pet Clothing and Food | Up to £10 / €10 | 15% | 5% | Feb 1, 2026 |
Grocery & Vitamins | Up to £10 / €10 | 8% | 5% | Feb 1, 2026 |
3. Low-Price FBA rates: Amazon is extending Low-Price FBA rates to products priced at or below £20/€20. This means lower FBA fulfillment fees for newly eligible products, saving you up to £0.40/€0.45 per unit.
4. Fee caps for deals
Amazon will lower the caps on variable fees for Best Deals and Lightning Deals. The cap is set at £200 for the UK, €300 for Germany, and €100 for France, Italy, and Spain. This means better visibility and more control over the cost of running promotions.
5. Selective fee increases
While most fees are decreasing, there will be some selective fee increases in areas like monthly storage fees, return-to-seller fees, and liquidation fees. FBA sellers can expect an average fee increase of just £0.02/€0.02 per unit sold.
Why does this matter for sellers?
Higher profitability with lower fees: The fee reductions in fulfillment and referral fees mean you can keep more of your earnings, especially on low-cost products or products with high-volume sales. By reducing your operating costs, you improve your bottom line.
Better promotional opportunities: Lower fees for Best Deals and Lightning Deals mean it’s easier to run cost-effective promotions without eating into your margins. This is particularly valuable for holiday campaigns or special sales events like Prime Day or Black Friday.
More flexibility on low-price items: With Low-Price FBA now available for products up to £20/€20, you can be more competitive in price-sensitive categories while still maintaining healthy margins.
Increased competitiveness in high-demand categories: By lowering fees in categories like Clothing, Pet Products, and Grocery, Amazon is helping sellers compete better in these high-volume, high-competition categories.
What should you do now?
Review and adjust pricing: Check your products and adjust pricing to capitalize on lower fulfillment and referral fees. With savings on referral fees and fulfillment costs, now is the time to stay competitive without hurting your margins.
Optimize for low-price categories: Take advantage of Low-Price FBA by moving eligible products priced under £20/€20 into the new reduced fee structure.
Plan promotions strategically: With lower fee caps for promotions, now is a great time to run deals with lower upfront costs, especially for products you want to push during high-traffic seasons.
Monitor performance with new tools: Use the Revenue Calculator and Profit Analytics to track how these changes impact your margins and overall profitability. Keep an eye on inventory health to avoid the selective fee increases on aged or excess inventory.
Stock up for the busy season: Make sure to restock inventory in advance of the holiday season, especially for high-demand products. Amazon’s increased capacity limits can help you send more stock to fulfillment centers without penalty.
Amazon’s 2026 fee reductions provide a significant opportunity for sellers to save on operational costs, improve profitability, and run more effective promotions. By taking advantage of these changes, sellers can optimize inventory, boost visibility, and maintain healthy margins throughout the year.
Need help reviewing your pricing, inventory, or promotional strategy to make the most of these fee reductions? Our Amazon consultants can guide you through these updates, help you optimize your business, and ensure you stay competitive in the marketplace.
